Qualitative Research for
Papa John's Website
Problem Statement
Users of Papa John's website may have difficulty navigating the website when ordering pizza online, availing promos, and getting a hold of customer service. To solve this problem, we conducted a research. This report provides analyses of the use research and offers recommendations.
To solve this problem, the user research focused on understanding what makes the ordering experience successful or unsuccessful, and research questions were established as follows:
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How do users order their pizza?
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What frustrates or delights users when ordering pizza from Papa John’s Pizza?
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How easily can users take advantage of Papa John’s promos?
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How do users get a hold of Papa John’s Pizza to voice their concerns?
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Is the interface successful in helping people complete the tasks?
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Did individuals complete them similarly or variously?
As a UX designer for Papa John's project, my role involves conducting a comprehensive user experience evaluation to improve the website's usability and enhance customer satisfaction. This includes employing a user-centric approach, utilizing scenario-based tasks, interviews, and behavioral observations to understand user interactions and identify pain points. Key tasks involve analyzing how users order pizza, avail of promotions, and contact customer service, aiming to streamline these processes. By synthesizing findings from user research, I provide actionable recommendations to enhance website navigation, clarify terminologies, and simplify the rewards sign-up process, ultimately ensuring a seamless and enjoyable user experience for Papa John's customers.
My Role
For the Papa John's project, I conducted a qualitative research process aimed at deeply understanding user interactions with the website. This involved a multi-method approach, starting with scenario-based tasks where participants were asked to perform specific activities such as ordering pizzas, signing up for deals, and contacting customer service. These tasks helped reveal user behaviors and challenges in real-world settings. I conducted semi-structured interviews to gain in-depth insights into users' perspectives, experiences, and frustrations. Additionally, I performed behavioral observations, meticulously recording users' actions, expressions, and difficulties as they navigated the site. This comprehensive approach ensured a thorough analysis of user experiences, allowing me to identify key pain points and areas for enhancement to improve the website's usability and overall customer satisfaction.
Design Process
Task-Oriented Scenarios
We constructed specific tasks for users to perform on Papa John's website. The tasks involved ordering designated types of pizzas, signing up for deals without full registration, and reaching out to the corporate office. This approach provided insights into user interaction, experiences, and challenges.
Interviews
Semi-structured interviews were conducted to obtain users' feedback and comprehend their experiences, perspectives, and anticipations. Users shared their thoughts on task workflow, encountered problems, and proposed enhancements.
Behavioral Observation and Analysis
Detailed notes were taken as users navigated the website, capturing behaviors, expressions of confusion or frustration, and the effectiveness of task completion. This approach yielded a deep understanding of user interaction and difficulties in a real-world setting.
This multi-method strategy ensured a holistic understanding of the user experience, enabling the identification of successful areas and potential improvements within the website's design and operation.
User Research
Based on the insights gained from the qualitative research process, the final design for Papa John's website incorporates several key recommendations to enhance the user experience. Firstly, we have improved the clarity of website terminologies and simplified navigation to the pre-made pizza options, making it easier for users to find and order their favorite pizzas. To address user frustrations with pop-up ads, we have implemented a system where these ads cease to appear once a user opts to decline the first pop-up, ensuring a smoother browsing experience. Additionally, we have simplified the process for users to sign up for deals without full registration by redesigning the rewards section and form, requiring minimal information. Finally, to avoid confusion, we have consolidated and clearly communicated the preferred methods of contacting the corporate office, providing a straightforward and efficient way for users to reach out with their concerns. These enhancements are designed to create a more intuitive, efficient, and satisfying user experience on the Papa John's website